Enhancing user experience design with personalisation with Adobe Express.

Summary/Overview

Have you ever scrolled through a webpage that just made sense? No unintended interactions, no meandering mouse, a sense of flow throughout the page structure, and a design that felt trustworthy? That’s user experience (UX) design at work.

But UX entails more than making something seamless to use. Your brand, design, and other business elements are an essential part of your brand’s user experience. And it applies to more than just web pages. In fact, almost anything can benefit from a touch of UX – think Spotify’s “Discover Weekly” feature through to X’s (Twitter) ways to curate your feed.

Brand values and aesthetics are often incorporated into UX design, providing a curated and thoughtful user experience – but sometimes, not everything is relevant to every customer . That’s where UX personalisation comes in.

Find out more about UX personalisation with Adobe Express for Enterprise, and learn how to improve user experience through custom designs.

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What is user experience design?

User experience design is the process of researching and creating all those different elements that go into shaping a user’s experience with a service or product. It considers the entire customer journey and can apply to a range of things, for example:

• How a product feels to hold and interact with.
• The ease of navigation on a web page.
• How easy it is to check out with a product online.
• The readability of something like a flyer.
• The method of deleting a message on an app.

By combining market research, development, design and strategy as well as elements like branding, you can create a user experience that adheres to a customer’s wants, needs and expectations.

What are the benefits of a personalised UX design?

Creating a seamless experience for a customer can be tricky – no number of focus groups is going to help you fit all your customers into an absolute box. That’s where a personalised UX design can help.

Personalisation provides the user (and you) with a range of benefits:

• Makes your content more engaging. Personalising a user’s experience could be as simple as allowing them to navigate your platform in the way they want or adjusting what they see to their interests. This lets them build a stronger emotional connection with the platform.
• Increases customer loyalty. By creating a personalised customer experience, you can show your audience that your brand understands their preferences. This can lead to better engagement and more customers returning in the future.
• Provides customer agency. Giving your customers agency allows them to customise their own experience. This can remove frustration and ease usage of a platform.
• Improved customer journey and conversion rates. By creating a curated and seamless experience for the particular customer, you increase the chances of a smooth customer journey and present a higher chance of conversion or engagement.
• Even technologies can be personalised. A service designed with personalised technologies in mind allows for curated advertising, chatbots, recommendation systems and other functions such as predictive analytics. This can help further personalise a customer’s experience.

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5 things to remember when creating a customised user experience design.

Define your user personas.

By creating personas for each user experience, designers can get a better understanding of who they’re creating a service for. Personalistion starts with knowing who your audience is and determining their unique needs.

Design for personalisation.

Leaving design space for personalisation is the first step – it’s harder to personalise a service or product when all that space is accounted for. Try to account for this at the ground level in the early stages of planning out your designs. Consider elements like interface customisation, personalised recommendations and more.

Test, test, test.

You can’t throw in a hundred different ideas. Consider how these personalisation efforts affect users. Does it make things cluttered? Are your recommendations actually relevant? Is your UX customisation interface easy to understand and access?

Learn what works, what doesn’t, and don’t be afraid to iterate on your learnings. Whether it’s A/B testing, split tests, MVB – or whatever systems you use, it’s important to try and identify potential issues (or improvements.)

Make time for feedback.

Be receptive to feedback – learning to listen to your user base is one of the best ways to personalise your user experience design. What do they need? What are the main issues in your current design?

Reflect on the data.

Think of this as another form of feedback. By utilising data analytics, you can find key areas where people may be struggling with your site. If you’re losing a lot of customers at the checkout stage, or find that people are disabling certain features, it can be a good indication that you need to review these designs.

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How to personalise your designs with Adobe Express for an improved user experience.

Use add-ons.

Add-ons can let you make changes quickly – and there’s a lot of them. With add-ons, you can harness all sorts of functions that could be relevant to the design you’re striving for without copious amounts of work.

Want to turn data into a more digestible graph? There’s an add-on to do that. Need to upgrade a video? Use the Voiceover add-on to instantly create a high-quality voiceover for users.

Experiment with different templates and tools.

Adobe Express lets you easily experiment with designs and layouts to create incredible mock-ups. Whether that’s a website template or another service – see what you can create with Adobe Express.

Personalise each design, while maintaining your brand.

Once you’ve found a template or design you like, you can start to make it your own. Set up your Brand fonts, colours and logos in Adobe Express to instantly apply them to your design in just a few clicks.

You can play around with the different colour combinations and layouts to find the one that works best. Once you’re happy with the initial branded output, you can duplicate the design as many times as you want and start the personalisation process. Tailor each design to the relevant user persona, with the most relevant features for their journey.

Collaborate with your colleagues.

It can be easy to think about user experience in terms of how you interact with products, websites and services. But not every user thinks and acts in the same way. That’s where Adobe Express’ collaboration tools can help.

Simply share your design or Project with your team to get a more diverse range of perspectives. They can add comments and feedback directly to the designs, with suggestions on how to improve and further personalise the UX designs. You can also set additional member permissions to allow certain collaborators to directly edit the design. It’s a quick and easy way to get feedback and collaborate.

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Useful things to know.

What is an example of personalised UX design?

There are many examples of personalised user experience design in your day to day life,– from your recommendations on Netflix to your Spotify Discover interface. Even X (Twitter) utilises personalised UX design in the way your feed is curated.

What is the difference between UX and UI?

UX and UI are both elements of digital design. User Experience (UX) looks at the full experience of a user with a service or product, whereas User Interface (UI) focuses more on how they interact with the appearance and feel of a page or service.

How do personalisation features enhance the user experience in an app?

Tailored content ensures things are relevant to a user’s interests (or needs) meaning they can find what they need quicker. In theory, this makes things more intuitive and means there’s less friction when using a product or service.

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